There has been lots of interest and conversation lately about nonprofit branding, and rightfully so. In an evolving media landscape and global market where information overload and clutter are the norm, organizations are not being heard or even worse, their intended messages are not being heard correctly. Still today some nonprofits view branding as something big corporations do rather than it being an integral part of their mission. This is the furthest thing from the truth, especially in a saturated and competitive environment where nonprofits and charities are competing for donations, awareness and ways to proactively engage their audiences, advocates, volunteers and partners. It is most imperative that nonprofits (large or small) understand what branding is and how to apply and integrate an effective brand strategy across their organizations, programs and into their content strategy.
Definition Of A Brand
Let’s start with offering a definition of a brand. “A brand communicates who you are, what you stand for, and the unique and meaningful benefits you deliver to your constituents.” The reality is that without a strong brand and consistent messaging it is harder to achieve anything else whether it is fundraising, telling your story, creating a signature event or cause-related marketing programs, lobbying before federal, state or local governments or mobilizing advocates and volunteers to serve as ambassadors for the brand. If there is one thing I have learned during my professional career in managing, launching and repositioning iconic brands in corporate America, nonprofits and with small businesses it is that if you have no brand strategy you are bound to create confusion for your business consumers (audiences) and your employees.
Misconceptions About Branding
The overwhelming misconception about branding is that it involves a logo and colors. WRONG. When organizations hand off a brand identity assignment without any real guidelines or creative brief, the result is invariably unprofessional and lacks continuity. Logos are key elements of a brand programs, but the development of a brand strategy goes far beyond a logo and design elements. Branding is all about creating expectations and delivering on that brand promise for your audiences. A rewarding brand strategy delivers on your brand promise in a clear and relevant way that is easily understood by your audiences.
Social Currency Drives Brand Equity
Nonprofits have so much to say about their “social good” and their impact on communities, neighborhoods or individuals that it is important to get it right! Taking cues from some corporations, nonprofits need to do better at identifying and leveraging emotional triggers that ignite favorable reactions and feelings about their brands. In today’s market, a brand’s equity is determined by its “social currency” – people’s reaction to and interaction with your brand. In a world of social media where perceptions of your brand or organization can be determined in a matter of seconds, how your brand shows up is more important than ever before. How do nonprofits identify their brand triggers? First, start with conducting research or interviews from all constituents to determine your brand essence. Examples of those who have done a great job at leveraging key brand attributes and effectively communicating their brands’ value or social good to their constituents are DOVE, The Susan G. Komen Breast Cancer Foundation, St. Jude Children Research Hospital and MADD (Mothers Against Drunk Driving). Although, no brand or organization is perfect, each of these organizations has invested the time and resources needed to create credible brands with unique positioning strategies that deliver on their mission.
Authenticity Leads To Differentiation
Every organization’s success — revenue generated, increase in advocates and volunteers, program creation and expansion, and legislation passed on its behalf — is directly related to its ability to develop a authentic brand strategy that (1) differentiates the brand and organization, (2) expands reach beyond core base and (3) helps build and establish relationships with key audiences, influencers and constituents interested in its causes and programs.
A brand is only as good as its IDEA. Although, the idea must be promoted, most importantly it should be compelling, simple and relevant to your target audiences. If a consumer has to think hard about “your message” then you have already started to create some resistance to your brand and receptivity to your messaging.
10 Must-Haves For An Effective Brand Strategy
1. Conduct market research. It’s essential.
2. Understand who you are and what you stand for.
3. Define your purpose – you can’t be all things to all people.
4. Understand and leverage core competencies within competitive framework.
5. Identify key brand attributes.
6. Understand the value and equity of your design elements.
7. Incorporate your essence into all communications. Reinforce what you stand for.
8. Develop clear and concise messaging.
9. Create marketing plan that incorporates all disciplines and leverages technology and new media.
10. Always remain consistent.
So often nonprofits complain about a lack of receptivity to their message, a decline in donors or fundraising, and lack of advocacy and volunteer support. These issues more than often can be linked to two things, (1) a lack of clarity with regard to what the organization does (purpose) and (2) inconsistency in its messaging and image. For any nonprofit, corporation or small business, a cohesive brand strategy communicates a clear and concise message, authentically engages and interacts with audiences, and links together programs and services that deliver on brand promise. A successful brand strategy develops a clear identity and creates brand loyalty.
If your organization is looking for expertise in developing a brand strategy or re-branding strategy, please contact Virtue Communications:
Email: mystrategyhouse@gmail.com.
Twitter @Hollywood1906.
